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  1. Production & Strategy
  2. Experiential Marketing, Activations & Sponsorships

Sunny Experiences

October 9, 2013
Anya Hindmarch's London Fashion Week Show
Anya Hindmarch's London Fashion Week Show

Handbag designer Anya Hindmarch sent models flying down the runway at London Fashion Week on September 16. Called “Out of This World,” the spring/summer show had a segment that took place against a dark backdrop littered with glowing stars. Rotating planets were strung overhead, and the otherworldly vibe was sealed with models in harnesses floating above the runway.

Photo: David M. Benett
The Maker Faire
The Maker Faire

About 75,000 people turned out for the Maker Faire at the New York Hall of Science in Queens last weekend. The two-day festival of tech exhibits, hands-on installations, and more included a performance of choreographed fountains made from Mentos dropped into Coke Zero bottles.

Photo: Becca Henry
'Variety' and British Airways A380 Launch and 10 Brits to Watch Reception
'Variety' and British Airways A380 Launch and 10 Brits to Watch Reception

The Variety and British Airways bash took over a West Hollywood mansion currently listed on the market at $28.8 million on September 25. The event's official hashtag decorated the windshields of two posh cars parked near the arrivals area.

Photo: Jonathan Leibson/Getty Images for Variety
New York City Opera's 'Anna Nicole' Opening Night Party
New York City Opera's 'Anna Nicole' Opening Night Party

On September 17 at the Brooklyn Academy of Music, the New York City Opera staged the United States premiere of the opera Anna Nicole. At the after-party, Great Performances decorated the dessert table to look like a boudoir. The menu was written on mirrors in red lipstick, jewelry boxes and glass jars overflowed with candy, and Lucite displays held cones of pink cotton candy.

Photo: Elena Olivo
AOL Programmatic Upfront
AOL Programmatic Upfront

Kicking off Advertising Week in New York on September 23, AOL debuted an event that it called a “programmatic upfront." A giant white billboard on Skylight West plastered one of the event's themes—“It's Time"—in massive type. The campaign tagline was also incorporated through various aspects of the event design, including drink stirrers and catering trays.

Photo:Nadia Chaudhury/BizBash
The New York City Ballet Gala
The New York City Ballet Gala

The New York City Ballet gala took over Lincoln Center on September 19. Designed by Bronson van Wyck, the decor included overhead replicas of hot-air balloons in cheery hues of red and white. Inspired by the notion of an early 20th-century party at the Grand Palais in Paris, the balloons were filled with 6,000 cubic feet of helium and were tied to the balcony rings with gold cording. The abundance of helium helped the balloons appear to hover magically above the crowd.

Photo: Julie Skaratt
Mount Sinai Hospital Auxiliary's 60th Birthday Bash
Mount Sinai Hospital Auxiliary's 60th Birthday Bash

The Mount Sinai Hospital Auxiliary members hosted the 60th Birthday Bash fund-raiser September 22 at the Ritz-Carlton Toronto. In the ballroom, a showcase was dedicated to 1950s gala fashions worn by prior auxiliary members.

Photo: Tom Sandler
L'Eat Catering's Late-Night Snacks
L'Eat Catering's Late-Night Snacks

Caterers are getting more and more creative with late-night snacks. Case in point: these French toast sticks with bourbon-infused maple syrup and blueberry thyme jam from L-Eat Catering in Toronto.

Photo: Emma Mcintyre for BizBash
Manjar's Edible Instagram Posts
Manjar's Edible Instagram Posts

Sweets tables are also seeing more innovative offerings. For example, send a few favorite photos to Texas-based Manjar (Spanish for “delicacy”), and the bakery can turn them into edible Instagram posts for you, as well as create sugar cookies frosted to look like the popular social media company’s camera icon.

Photo: Courtesy of Manjar
The Godiva Truffle Takeoff Tour
The Godiva Truffle Takeoff Tour

The Godiva Truffle Takeoff Tour is introducing truffle flights, which package six truffles along a similar theme. At the New York kickoff September 17 at Gansevoort Plaza, passersby could sample truffles and pose for photos in front of six tableaux. Playing off of the campaign tagline of “every truffle tells a story,” the tongue-in-cheek scenes included a sports-theme “It's Crunch Time” backdrop in which people could lift dumbbells that had giant nut truffles in place of weights.

Photo: Nadia Chaudhury/BizBash
Latest in Experiential Marketing, Activations & Sponsorships
Cuervo also took over Felix’s Restaurant & Oyster Bar on July 24 for an exclusive after-hours experience. The event featured bar team partners from Vertical, Mexico City and Hanky Panky, Mexico, music by DJ Nacho, and mobile oyster shuckers who topped the shellfish with a Cuervo Reposado mignonette.
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Comic-Con 2025: How Brands Turned Downtown San Diego Into a Fandom Playground
At the recent Shopify Summit 2025, spaces looked a bit different than your typical employee conference. Instead of hotel ballrooms or expo halls, attendees explored eclectic environments inspired by where many small business dreams begin: basements, garages, and local bars. This makeshift convenience store featured custom items from Shopify merchants—plus posters with company Easter eggs and inside jokes. See more: How Shopify Shook Up the Traditional Conference Playbook
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At Gensler and Herman Miller's vignette, the dining table was surrounded by walls covered in thousands of Hershey's Kisses wrapped in purple foil. Attendees were invited to take one as a symbol of the 'many hands it takes to spark positive change.'
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To draw attention to its latest tortilla chip flavor, Doritos built a structure that was designed to look like a giant vending machine, dubbed the “Jacked Stage,” at South by Southwest in March. Artists including Snoop Dogg performed beneath it.
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Tales of the Cocktail 2025: See How These Brands Stood Out From the Crowd
Moët Hennessy, Jose Cuervo, and Balcones Whisky hosted happy hours, parties, and educational sessions at the annual cocktail conference in New Orleans.
Cuervo also took over Felix’s Restaurant & Oyster Bar on July 24 for an exclusive after-hours experience. The event featured bar team partners from Vertical, Mexico City and Hanky Panky, Mexico, music by DJ Nacho, and mobile oyster shuckers who topped the shellfish with a Cuervo Reposado mignonette.
Experiential Marketing, Activations & Sponsorships
Comic-Con 2025: How Brands Turned Downtown San Diego Into a Fandom Playground
From a Fantastic Four–themed human conveyor belt to a Peacemaker music fest to a floating Brawl Stars theme park, here’s how brands like HBO Max, FX, Hulu, Google Play, and more grabbed fans' attention.
Hulu’s 'King of the Hill' Experience
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Top Trending Stories on BizBash: July 2025
Wondering what the rest of the industry is up to? Here, BizBash offers a peek over the fence at what other event profs have been reading this month.
At the recent Shopify Summit 2025, spaces looked a bit different than your typical employee conference. Instead of hotel ballrooms or expo halls, attendees explored eclectic environments inspired by where many small business dreams begin: basements, garages, and local bars. This makeshift convenience store featured custom items from Shopify merchants—plus posters with company Easter eggs and inside jokes. See more: How Shopify Shook Up the Traditional Conference Playbook
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40 Cool Event Ideas You May Have Missed From YouTube, Backstreet Boys, and More
Here’s a look at some steal-worthy ideas we spotted in July 2025.
Poppy & Peonies x Fallon Farinacci's Wild Strawberry Sleepover
Experiential Marketing, Activations & Sponsorships
This Fashion Retailer Brought Rodeo-Ready Style to the Calgary Stampede
SHEIN capitalized on the massive Canadian event to lasso more than 50,000 shoppers into its rodeo-ready pop-up, packed with cowboy boots, fringes, freebies, and more.
The highlight of SHEIN's first-ever Alberta pop-up: the western-themed Rodeo Ready Beauty Bar that was designed in bright pink and butter yellow, two of the season's trending colors.
Experiential Marketing, Activations & Sponsorships
How Legacy Sponsors Showed Up at the 2025 Essence Festival of Culture
Longtime sponsors Coca-Cola and Disney leaned into immersive storytelling, thoughtful design, and community-driven programming at the 31st annual celebration of Black culture in New Orleans.
Coca-Cola's Essence Festival kickoff block party featured a custom charm station, photo ops, karaoke, and a double Dutch performance by GameOva Skip and Jump DC Superstars.
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Leave No Crumbs: See How Goldfish Created a Colorful Car Wash for Fourth of July Roadtrippers
The snack brand provided orange suds and custom snack mixes for families traveling over the holiday weekend.
More than 1,000 families visited the car wash activation.
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See Inside Fords Gin's Multisensory Experience at Rockefeller Center
Forget billboards. Fords Gin invited guests to taste its brand story with a multiroom experience that explored what really makes a good drink.
Fords Gin's 'Beyond the Pour' experience spanned a total of 7,378 square feet across four rooms. The final room, 'The Garnish Lounge' (pictured), was the largest, offering guests an array of citrus peels, cinnamon sticks, and even toasted bread to complete their gin cocktail.
Experiential Marketing, Activations & Sponsorships
20 Times Event Bathrooms Became the Star of the Show (Yes, Really)
Whether functional or just for fun, these cheeky bathroom-themed activations prove no space is too private for creativity.
The Method campaign extended to the venue concourse, where a shower-inspired photo booth invites fans to engage with cultural touchpoints like un cafecito, snap selfies with themed backdrops, and even send postcards home. On opening weekend, lines stretched over an hour as fans waited to participate.
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No $20 Viral Smoothies Here—How ALDI Created an Outdoor Farmers Market Pop-Up
The grocery store chain showcased its affordable products within a cute farmstand-like setting.
At the smoothie stand, visitors could snag the Not-Your-$20-Strawberry-Glaze Smoothie, which was inspired by the viral smoothie from a popular LA grocery store.
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See How Disney’s Phineas and Ferb Transformed a Porta-Potty into a Music Festival Activation
At the Vans Warped Tour in Washington, D.C., the network offered the show’s superfans a fun secret spy lair.
The activation was disguised as an ordinary porta-potty.
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Disney+ Leaned Into Y2K Vibes for a 'Throwback' Pop-Up Experience in LA
Millennials, this one's for you. The streamer welcomed thousands of guests during a four-day experience celebrating its beloved '90s and '00s IP.
Disney+ hosted a Throwback Experience for fans June 12-15 in Los Angeles.
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